Greg Lauren

There are two Laurens you should know: Ralph and Greg. The latter opened his namesake brand in Los Angeles in 2011. His approach to creating a collection is quite unique: first he produces a complete one-of-a-kind piece that becomes a sample, then figures out how he’s going to make 10 or 50 of them. ‘I think it's dangerous for me creatively to not work like this. I want there to be an emotional connection between my clothes and the customer. It's harder to do that if you're only thinking about how you're going to make them’, says Lauren. Every Greg Lauren piece is made in L.A. on Melrose and Highland — nothing is factory made, so every collection is literally very limited. The main concept of the brand is a blend of military clothing and tailored clothing: it still remains the DNA of his every collection. He uses classics like a checked shirt or a khaki parka and reworks them in his own way: washing, distressing and tearing apart every single piece. ‘Clothing is the most vital form of self-expression, and individuality is the new luxury’, adds the designer.